97% of Men's Salon Fifth Customers Satisfied; New Men's Styling Brand "w/fifth" Launches Sequentially at Loft Stores Nationwide Starting June 29 (Mon) – Excluding Some Locations

b-ex Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; CEO: Shun Yūki) will begin sequentially launching its new styling brand "w/fifth"—developed in collaboration with "fifth," a rapidly growing men's salon with 17 locations nationwide, primarily in Harajuku, Shibuya, and Omotesando—at Loft stores across Japan starting June 29 (Mon). *Excluding some stores.

In recent years, men's styling market values have shifted from "polished looks" toward prioritizing "cleanliness" and "natural ease." Responding to this trend, "w/fifth" was created specifically for men aged 25 to 29 who are experiencing changes in their careers and lifestyles, offering relaxed, effortless hairstyles.

Prior to the Loft launch, fifth's customers were invited to try the products early. The results of customer feedback surveys showed high satisfaction across all categories including finish, fragrance, and packaging design.

Now, "w/fifth," a salon-quality styling line that satisfied even fifth's discerning clientele, will be sequentially launched at Loft stores nationwide.

Even those unable to visit a fifth salon are encouraged to try the products during this opportunity.

*Testers are available at select stores. Availability varies by location.

<Adult Grooming Campaign>

To celebrate the Loft launch, a special campaign will be held.

Details: Purchase eligible products totaling ¥1,760 or more (tax included) for a chance to win luxury prizes (6 winners selected by lottery).

Period: June 29 (Mon) – July 31 (Fri)

For more information, visit the website below: https://www.b-exgroup.com/wfifth/midashinami-cp/

【Product Lineup】

<Brand Website> https://www.b-exgroup.com/wfifth/

<Key Visual Video>

https://youtu.be/g6O7lSrEQ-M

<Official Instagram> https://www.instagram.com/wfifth_official/

<Customer Inquiry>TEL: 03-6757-7767

【About fifth】

【fifth】

A rapidly expanding men's salon with 17 locations nationwide, primarily in the Harajuku, Shibuya, and Omotesando areas.

Renowned for advanced men's perm techniques and trendsetting styles, fifth has earned broad support among male customers.

Specializes in personalized recommendations tailored to each customer's lifestyle.

【Company Overview】

b-ex Co., Ltd. is a hair care manufacturer that operates hair cosmetic brands including "Loretta," hair color brands "KIRATERA" and "THROW," among others. Founded in October 1975 as "Moltbene," the company plans and sells professional products for salons as well as consumer products.

The company's strengths lie in co-creating products with influential hairstylists and building brands rooted in Japanese sensibilities. While product planning is conducted in Japan, manufacturing follows a global fab-less model, enabling flexible responses to market changes.

In 2015, renowned creative director Kashiwa Sato joined the company, and the corporate philosophy "Bringing New Beauty Experiences to Life" was established. The company name was changed to "Beauty Experience," later abbreviated to "b-ex" in 2021.

Today, b-ex aims to evolve "beauty experiences" through collaboration between hairstylists and AI, while promoting Japan's unique "kawaii" aesthetic globally, striving to become the world's No.1 beauty company.

Company Name: b-ex Co., Ltd. (Pronunciation: Bī-ekkusu)

CEO: Shun Yūki

Headquarters: 4-10-5 Yōga, Setagaya-ku, Tokyo 158-0097, Japan (Setagaya Business Square Hills 4/1F)

Founded: October 1975

Capital: 100 million JPY

Employees: 151 (as of August 2025)

Business: Manufacturing and sales of cosmetics and quasi-drugs; import and export of cosmetics and quasi-drugs

Website: https://www.b-exgroup.com/

<Customer Inquiry>TEL: 03-6757-7767